1 Consumers do not need to be concerned about the privacy of their PII on social networks. Take a position on that statement and give reasons that support your position.
2. Designing mobile-friendly sites requires careful attention to issues that impact the user experience. Describe three issues that need to be considered in designing or optimizing a mobile site and explain why each is important.
3. Identify the steps in the targeting and personalization process, explaining the nature of each. Give an example of how an enterprise might carry out the process.
4. It is necessary for marketers to use objectives to guide their selection of relevant metrics. Discuss in detail the meaning and implications of this statement.
5. Select two social media platforms and discuss the circumstances in which certain businesses would or would not be well served by advertising on those platforms.
6. There are a number of actions that businesses can take to increase the level of trust that consumers have in them. Identify three specific actions and explain why they are important in creating trust.
7. Describe two of the exciting innovations in mobile technology in development today. Why do you think these innovations will or will not become popular with mobile users?
8. Construct a brief, one paragraph, description of a user Internet session. Explain what specific metrics this session might produce and how a marketer might use the metrics to evaluate or improve some aspect of the firm’s Internet marketing.
9. Discuss at least two elements of good mobile website design. Be sure to explain the purpose of each.
10. Google Analytics is a metrics platform used by millions of websites. Give a brief example of how a marketer might use data from Google Analytics to make a specific decision about the website or a marketing campaign.
11. Explain how advertisers participate in PPC search and what determines a page’s ad rank.
12. There are several security issues that affect consumers. Choose two specific issues. Explain the nature of the issue, what consumers can do to protect themselves, and what businesses should be doing to protect consumers.
13. Explain how and why sales and marketing need to work together. What pitfalls await a company that attempts to strictly separate sales and marketing?
14. The text asserts that being able to deliver exceptional customer service can produce a sustainable competitive advantage. Discuss whether you agree or disagree with this statement, providing as much support as possible for your position.
15. Mobile apps have become a staple of contemporary life. Why are they so popular with consumers? Why have they become so important to marketers?
16. How likely do you think it is that self-service will become the dominant mode of customer problem resolution in the near or distant future? Support your answer with facts and examples from the text.
17. Explain how to facilitate a Seamless Customer Experience and give examples of what is required to do so.
18. Define the steps of the B2B buy cycle. What questions should a buyer ask along the buyer’s journey?
19. In what way is relationship marketing a process rather than a project? Carefully explain the meaning of this concept and identify two specific implications for the way in which marketing programs are planned and executed.
20. The process of developing a customer-focused website should be an iterative one, with research and testing taking place at several stages in the process. Discuss the meaning and importance of this statement, giving detail about what kinds of research and testing can be done and at what stages.
